Abstract: Lacking information is one of the main factors of slow economic growth in underdeveloped areas.This paper carried out a research on the demand of information in rural areas in Hunan,Hubei,Chongqing and Guizhou provinces.It also analyzed the main problems of constructing rural information system in the underdeveloped regions and personal demand of information,putting forward a personalized model of information and service that will be pertinent and easy to spread in order to promote the development of rural economy and the farmers’ income.

Key words: underdeveloped areas, user personalized, demand of information